Don’t Let Your Accountancy Practice Miss Out on Referrals
If you want your tax and accounting practice to be referred to new clients, you must first have high standards and offer an exceptional range of skills. But you’ve also got to go one step further and improve your accounting website marketing as well as your digital presence as a whole. If your name pops up as a referral, potential clients are going to want to Google you or engage with you on social media. And if you’re not ready for that, you could lose business. So here’s how to hang onto those referrals with a strong strategy.
Step 1: Pack Your Website with Valuable ContentÂ
Your website is likely to be one of the first things future clients will see post-referral and therefore it should really stand out from the crowd. The design of your website should be clear, concise and intuitive with plenty of informative, educational and valuable content. Think about what clients might ask and try to answer those queries in your copy. The more useful and necessary you come across, the more likely they are to make contact.
With regard to site structure, you should definitely have unique service pages optimised for keywords relevant to your brand. It’s also a good idea to create location-specific pages to help with local SEO. An About Us page will improve the credibility of your business too. And don’t forget a Contact Us page as well as strong call-to-actions throughout the content.
Step 2: Optimise for Navigational Searches
There are three main types of search queries. These are informational (looking for answers to a question), transactional (looking to make a purchase) and navigational (looking for a specific company). If people have been referred to your accountancy firm, they’re likely to make a navigation search using branded terms and phrases to find out more about you. So you need to know what people are searching to find you and optimise for those keywords. If you don’t pop up in the first few spots for branded searches, your competitors could benefit from your referrals.
Step 3: Make Sure Your Information is Accurate
When it comes to marketing for accountants, it’s essential to present a pristine image so that any new clients know you mean business. All information online, whether it’s on a directory listing or your Google My Business page, should be accurate to avoid people slipping through the net. If you change offices or update your telephone number, make sure you update these details across multiple channels to avoid frustrating potential clients.
Step 4: Focus on Reviews
In this digital world, we live in, reviews are vitally important. In fact, 93% of customers read online reviews before buying a product – and that includes those customers that are referred to your brand. Good reviews can push people towards your products and services seamlessly if your strategy is on point, so:
- Make sure you have a review section on your website
- Promote positive reviews on social media or retweet/share positive brand comments to maximise exposure and entice new clients
- Encourage people to leave feedback once they’ve used your services
Missing out on referrals could have a negative impact on business. So why not contact Whitefish Marketing today, a digital marketing agency for accountants, to ensure your strategy is effective and referral levels remain high?
